Below are the shows most likely to feature toys, either as part of a regular slot or in one-off special appearances...
Jonathan Ross Show With ratings of three million, the ITV show airs in the 9:45pm Saturday timeslot.
The Wow factor
Last year Wow Stuff’s top Christmas lines, Air Swimmers and My Keepon, appeared on the likes of The Jonathan Ross Show, The Gadget Show, The One Show, Friday Download and many more – not to mention a host of top US shows. So how does the company go about getting all that air time for its products? “Our team carefully researches the
products’ target audience and then identifies suitable TV programmes that match the profile,” says boss Richard North (right). “We then ignore all that and just call up the contacts we have in TV and beg for a favour.” That approach seems to have paid dividends as the firm secured a double whammy of coverage for both Air Swimmers and My Keepon on The Jonathan Ross Show, with the former earning a personal endorsement from the presenter himself. “The Jonathan Ross Show was a fantastic slot for us because our toys appeal to adults and children alike, so getting seen on prime time TV on a Saturday night was perfect,” North enthuses. To seal the deal, the Wow Stuff team had to put the work in with the show’s researchers, explaining the
‘Cats’
ThumbsUp’s Dancing Cat Speaker, a plush toy that boogies to the tune of any MP3 player, was featured on The Gadget Show in an Energizer Bunny-style battery test last Christmas. “We worked with the research team to provide 20 Dancing Cat Speakers to appear in a test feature for batteries,” explains Leonie Martin, senior account manager from Talk PR, representatives for ThumbsUp. The impact was instant: “In the weeks following the show, sales of the Dancing Cat Speaker increased
tenfold, with a substantial traffic
spike on December 5th – the day the show aired. Analysing the success of this exposure is an essential part of the process and through this, we can also prioritise key shows with a track record in generating consumer interest. For example, we know exposure on ITV’s This Morning regularly results in a flurry of interest. Our client Red5.co.uk experienced a 30 per cent traffic spike after its R/C Super Cars appeared on the show in June last year.” Martin explains
how communication is vital: “The key to working with shows is to maintain
regular and
The Gadget Show The next season of the show will be called ‘The Gadget Show World Tour’.
The One Show Ratings: 5 million Topical BBC1 daily will often use toys in links. Airs at 7pm.
toys’ features
and being in a constant dialogue. “Without revealing too many trade
secrets, let’s just say it took weeks of work to pull it off. Having Jonathan as a customer and friend of the company didn’t hurt,” explains North. “TV gives you mass exposure and that combined with great PR and marketing makes a winning formula,” he says. “I have always had a fondness for the excitement that PR can generate and I think the nature of the toy business lends itself well to this form of marketing. “TV shows want something eye catching and entertaining which sums up everything Wow Stuff is about – if it hasn't got that wow factor, then it’s not a Wow Stuff line.”
Gadget Geeks Exclusive to Sky1 HD, Gadget Geeks features a regular toy item.
This Morning The ITV daytime show featured plenty of toys in the run up to last Christmas.
Loose Women The women’s show occasionally includes toys, especially around Christmas.
Alan Titchmarsh The TV presenter loves toys. Attracts audiences of up to one million.
Sunday Brunch 10am Sundays on Channel 4, Sunday Brunch has a regular toy and gadget item.
Friday Download The tween-focused show goes in-depth with toys on every episode.
appropriate communication with the research teams and ensure you’re up- to-date with the format they wrap the show around. “Be topical in your approach,
remembering the classic calendar dates, but also mindful of other stories that grab the nation’s attention and be relevant to your offering. For example, an unexpected bout of hot weather may result in an outdoor games feature or a new spy movie might encourage a piece about the latest under-cover gadgets.”
Cool Stuff Collective Kids nominate toys they would like to see evaluated on this BBC show.